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Detailed description of the proportion of factors affecting WeChat official account ranking (WSO)

    Since the public account search function, WeChat has always been curious about the ranking rules of the public account, but the official has never said how to optimize the WeChat public account (WeChat search optimization referred to as WSO), just as we would not say Baidu optimization ranking (referred to as SEO). So, what are the factors that affect the ranking of WeChat public accounts? Hua Zai will write below, you can have a look.

    (PS: We assume that the ranking factor of WeChat official account is 100% ha~)


    1、 WeChat official account name (accounting for about 25%)

    The name of WeChat public account is the same as the title of our website. It has a great impact on the search ranking of public account—— This is what was mentioned in the search Correlation As I wrote in my previous article, as long as it is a search box, keyword relevance will definitely be placed in the first important dimension. It's irrelevant, which means that your search technology is not good. The basic matching is not good hahaha~

    So, the name of WeChat official account is suggested as follows:

    1. The name should contain keywords as much as possible, and the product/brand/business keywords should be placed as far ahead as possible. Examples: SEO tutorials, free novels, makeup techniques, etc.

    2. The shorter the name, the better. It is not recommended to take the full name of the company, but include the words related to the brand or service. For example: JD mobile phone, applet development (although you can't register an applet, you can use a small game to develop it)

    3. The higher the meaning of the title is, the better it will be for users to search. For example, when we search for the word "Haier", Haier after-sales service comes first, which means that more people want to know about Haier after-sales service information.

    Some people want to ask, how do I know what the user's search value is? You can use the drop-down prompt of the search engine, which is available on Baidu WeChat.


    2、 WeChat authentication (10%)

    The ranking of certified public accounts is generally higher than that of non certified ones, as you all know~~and it is related to the information of the certification subject. Generally speaking, the relatively high ranking of the certification subject with high visibility is higher. It is recommended that businesses should be authenticated, and the authenticated public account has a sense of security for users to choose. When ordinary users follow you, they will go to see more information about you.


    3、 Push content (25%, as important as relevance)

    Zhang Xiaolong, the founder of WeChat, explained the future development trend of WeChat, among which "valuable services" are often mentioned. Tencent hopes that WeChat public account can provide more valuable services. So we should pay attention to pushing information. Push more information that users like, and information related to the subject of the public account. In short, the principle is that we will provide whatever users like and need. Don't send what you like, but send information that users like. After all, WeChat public accounts are established for users.

    The pushed content has a direct impact on the number of people reading and sharing images and texts. Tencent is very concerned about the conversion rate of images and texts. For example, the public account A has 10000 fans, but only 100 reads and 20 shares. The public account B has 300 fans, but also 100 reads and 30 shares. The WeChat official believes that the public account A has a lot of zombie fans, WeChat doesn't like such public accounts. Whether users like an article or not has a lot to do with the title. It is suggested to write the title as attractive as possible, so that more people can share it. So if you have good content, you will have priority ranking on WeChat.


    4、 Regional factors (10%)

    When we search for a word, the local public account often ranks higher, because WeChat has positioned users. If the enterprise is only for local users, it is recommended to describe more local information in terms of name, function description and content. For example, if you are doing online promotion in Shanghai, you can call it Shanghai online promotion (of course, you should optimize it, otherwise you won't see it if there are other titles, which is optimization)


    5、 Fan activity (20%, which is also important)

    Through some methods (such as activities) to increase the interaction between fans and public accounts and increase the stickiness of fans, it will also be good to rank fans with high interaction frequency, which has been confirmed in the ranking of Tencent's own product qq group. The questions raised by fans should be answered in a timely manner, and WeChat activities should be launched frequently to allow users to participate. In this regard, if the public account has a large number of fans, you can follow the example of Xiaomi Company and try to build a micro community.

    In addition, if the fans are active, try to involve users. For example, Mimon did a good job in the theme selection. Enterprise's is also OK. You may say, what interaction does my marketing number do? If so, I can't help it. The marketing number can't interact with each other. Do more prize activities. Ha ha, you know, they like to take advantage~


    6、 Service number and subscription number (accounting for about 5%)

    It is recommended that general enterprises should choose the service number, because the message of the service number can be directly transmitted to users, and the service number has more functions than the subscription number. However, the service account can only send messages four times a month, so it is recommended to choose a subscription account for public accounts such as advertising media. As for whether the service number is higher than the subscription number, it is not certain.


    7、 Number of fans (3%)

    The number of fans has a certain impact on the ranking, because there are a lot of zombie fans now. The fans are quality rather than quantity. WeChat cares about fan activity. For this, please refer to Article 5. However, WeChat has been clearing zombie fans, so in the end, the ones with more real fans must rank first than those with fewer real fans. This still means that users like it.


    8、 Registration time (2%)

    Registration time has a certain impact, although the impact is only about 2%. However, it is recommended that users set up their own WeChat public accounts early. It is always better to be early than late to avoid losing more users. The main thing is that it is almost registered now.


    9、 Internal factors (uncertain factors)

    Like Baidu Auction, WeChat has its own internal ranking rules for charges. Although WeChat has not officially announced this service, it is already a hidden rule in the industry, and WeChat may not let this money go.


    Add a few questions and answers:

    Q&A 1: Some people may ask that the function introduction of my WeChat official account does not participate in the ranking. In fact, this is a little different from SEO. The most important function of this function is that the user searches for you, and then turns off whether to pay attention to you. This introduction is very important. This sentence must be instructive, or write down your advantages. For example, 100000 operators are paying attention to what was written by an operator. Or, xxxx industry experts.

    Q&A 2: All the good names of the public accounts have been registered. Is there any chance that all the registered ones have been registered? Not necessarily. Where there is potential market, there is demand. For example, for new businesses, do you have this vision? Layout first. Or you can find a subdivision. This is the same as doing industry specific websites.

    Q&A 3: Does that WeChat official account affect ranking? This is uncertain. This is not like the domain name in SEO. The shorter, the older, the better. The WeChat of the public account is actually useful, which may be convenient for users to remember. As mentioned earlier, when you register early and have the same weight on a year-on-year basis, of course, those who register early rank first. It has nothing to do with whether you register early or not on WeChat. Only late registration, WeChat hint has been used.

    Q&A 4: A friend asked me whether the shorter the name of WeChat official account, the higher it ranked? Seriously, no, remember the relevance. You are short. Maybe the business is not complete. For example, someone has registered a novel and someone has registered a free novel. When a user searches for a free novel to read, the novel may not be in the front row. In addition to other factors, it is also normal to be in the front row.


    Above, the foundation is the foundation, but not everyone knows that part of the content comes from the Internet.







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